🇺🇸🇨🇦 US/CAPPC & AdvertisingMedium ImpactJanuary 1, 2026
Amazon Ads Updates View Attribution: ROAS Now Uses Shopping-Signal Last-Touch Model
Effective: January 1, 2026
Vendors and sellers running Sponsored Brands, Sponsored Display viewable CPM (vCPM) campaigns, or Amazon DSP campaigns serving Store inventory — particularly those measuring ROAS using view-attributed conversions
Amazon Ads switched to a shopping-signal enhanced last-touch attribution methodology effective January 1, 2026. The change affects how view-based campaigns — Sponsored Brands, Sponsored Display viewable CPM (vCPM), and Amazon DSP campaigns serving Store inventory — credit conversions. The new model gives credit to ad views during early brand discovery moments rather than spreading credit across all impressions in a 14-day window. Click-based attribution remains unchanged. Legacy 14-day all-views metrics remain available under 'Purchases (all views)' families for historical comparison.
Key Points
- Effective January 1, 2026: Amazon Ads switched to a shopping-signal enhanced last-touch attribution model for view-based campaigns
- Affects Sponsored Brands, Sponsored Display viewable CPM (vCPM) campaigns, and Amazon DSP campaigns serving ads in the Amazon Store
- New model credits ad views during early brand discovery moments — such as exploratory browsing or general category searches — instead of crediting all view exposures
- Click-based attribution is unchanged — only view-through conversion tracking is modified
- Legacy 'all views' metrics (e.g., Purchases (all views), Sales (all views)) remain available within the standard 14-day window for historical comparison via Unified Reporting interfaces and APIs
- Amazon described the change as based on 'continuous research on shopping journeys in the Amazon store'
What You Should Do Now
- 1Pull historical 'all views' metrics from your reports to establish a baseline before comparing post-January 1 ROAS performance
- 2Update internal ROAS targets and benchmarks — apparent drops in ROAS may reflect the methodology change rather than actual performance changes
- 3Label your internal dashboards by metric family (standard vs. all views) so reports do not mix measurement methods
- 4Re-calibrate budget allocation models that rely on view-attributed conversions — credit now concentrates on early discovery views
Official Source
Amazon Ads →This summary is written in our own words based on the official source linked above. Policies may be updated after publication. Always check the official Amazon source for the latest details.